Overview
I managed performance campaigns across Meta and Google to drive qualified leads for a B2B-focused offering, optimizing for both volume and conversion quality.
The Challenge
The initial campaigns were generating traffic but lacked intent-driven targeting, resulting in low-quality leads and poor conversion efficiency.
Approach
- Focused on intent-based targeting across search and paid social
- Refined audience segments and excluded low-quality traffic
- Aligned ad creatives with user pain points and decision stage
- Optimized landing page flow for faster conversions
Execution
- Ran structured campaigns across Meta Ads & Google Ads
- Tested multiple creatives, hooks, and ad copies
- Scaled high-performing audiences and keywords
- Continuously optimized based on CPL and lead quality
Results
- Generated 160+ high-conversion leads
- Improved lead quality and reduced wasted spend
- Built a scalable performance marketing system
- Achieved consistent inbound pipeline through ads
Key Takeaway
Performance isn’t just about leads — it’s about qualified leads that convert.